Following a vibrant April filled with diverse artistic activities, the Summer Festival - Hue Festival 2026 continues with a series of attractive cultural and tourism events throughout May and June, promising new experiences for both residents and visitors.

Rolling out solutions to promote the bundling of tourism products into packages, linking tourism activities with the promotion and consumption of OCOP products and local specialties, while also aligning with the preservation and promotion of cultural heritage values, is among the key tasks that the Prime Minister has requested the tourism sector to prioritize following the Lunar New Year holiday.

Now in its fifth year, Hue has been hosting the Four Seasons Festival (Spring, Summer, Autumn, Winter). Instead of concentrating activities within a few peak days as in the past, the Hue Four Seasons Festival is implemented under a new model, featuring a continuous series of cultural, artistic and tourism events throughout the year to honor heritage, promote tourism and create new experiences for visitors.

After a vibrant year featuring a wide array of large-scale, culturally rich programs and activities, the National Tourism Year – Hue 2025 officially came to a close with a closing ceremony combined with a special art performance on the evening of December 20, leaving lasting impressions on local residents and visitors alike.

In response to the series of activities within the framework of the Autumn Festival themed “Hue in Autumn” of the National Tourism Year and Hue Festival 2025, the Department of Tourism, in coordination with Hue Monuments Conservation Center and the People’s Committee of Phu Xuan Ward, is preparing a variety of exciting programs for locals and visitors. Among them, the most anticipated highlight is the Unicorn-Lion-Dragon Dance Festival, Hue Unicorn dance performances, and the Mid-Autumn Lantern Parade through the streets in 2025.

Shopping is considered a supplementary factor that enhances the travel experience for tourists. The integration of shopping centers and tourism with shopping activities, art performances, and travel experiences creates new opportunities for Hue to attract and “retain” visitors.

On the evening of September 5th, the Department of Science and Technology (S&T) organized an exhibition to showcase Science and Technology products, commercially potential products, and trademark-protected products in 2025. The exhibition is part of activities to promote the development of the Science and Technology market and to respond to the National Tourism Year 2025; the exhibition runs for two days, from September 5th to September 7th.

Alongside promotional activities in several European countries, Hue City’s tourism sector has teamed up with Da Nang to present Central Vietnam tourism in general and that of Hue in particular to the tourism markets of Malaysia and Indonesia. These are considered traditional and promising sources of tourists for Hue.

The People’s Committee of Hue City has just issued Plan No. 360/KH-UBND dated August 26th, 2025, on the organization of Hue Wellness Tourism Week 2025. Accordingly, the programs and events of this week will take place from October 21st to November 2nd, 2025.

In addition to other potential markets, the tourism sector of the ancient capital is intensifying efforts in promotion, branding, and positioning Hue in European countries. Through a variety of unique programs and activities, Hue’s tourism industry hopes to see strong growth in visitor numbers from this key market in the near future.